The hype surrounding Spielberg’s latest movie Warhorse was certainly giving the impression some useful social media lessons might be gleaned. The hype, however, does not always deliver the goods, as I’ll demonstrate.

A movie centred upon friendship, hope and strong connections – at least according to the trailer – bodes well for highlighting some of the essential qualities needed for successful social media engagement.

Unfortunately, there were a few key elements missing from the movie for it to keep good on its advertised promises.

 

 

 

 

 

 

 

The film scored poorly on the key points needed for a winning delivery on social media platforms, for me, including:

* Sincerity

The movie wasn’t particularly sincere in its delivery. I didn’t connect with the key characters, the movie was massively over-indulgent at 2.5 hours long, and the ending was so predictable, it was painful. Imagine if you engage on social media in the same way – will your audience stick around for more? Of course not. Give them short, sharp, sincere social media engagement.

* Authenticity

The movie wasn’t particularly authentic in its delivery. I didn’t connect with the good guys or the bad guys, and at times it was tricky to even spot which were which. It just didn’t feel authentic, the actors weren’t giving it their hearts and souls. Imagine if you deliver a less than authentic style on social media – will your audience stick around for more? No, social media needs soul.

* Desirability

The movie wasn’t creating desirability in its delivery. Watching it was chore-like after the first three hammed-up Westcountry accents were presented. It didn’t create, maintain or provide essential levels of desirability needed for a great cinema experience. Imagine if you present a sterile, safe and soundbite-based social media presence – will your audience desire more? No.

What can we learn from Warhorse?

Simple, really – good social media engagement needs to create authentic desire through a sincere message. Audiences online are fickle, time-pressed, and increasingly clear on what they do – and don’t – want to see on social media platforms. Give them the real you, every time.

Oh, and if you’re after an incredible horse movie, try this.